Reporting

Page Summary

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• Google Ads Service allows retrieving product status and performance data for Shopping products using SearchStream.

• Four dedicated reports are available for campaigns supporting products: Shopping Performance View, Product Group View, Asset Group Product Group View, and Shopping Product.

• Shopping Performance View provides historical product performance data, while Shopping Product provides the current product state and can identify issues preventing ad serving.

• Product Group View offers aggregated reporting statistics for Shopping listing groups.

• Retail advertisers can access various sales and profit metrics using cart data, available in reports like shopping_performance_view and campaign.

As with other ad types, you can use GoogleAdsService.SearchStream to retrieve product status and performance data for Shopping products.

Campaigns that support products from a Google Merchant Center feed have the following dedicated reports:

• Shopping Performance View
• Product Group View
• Asset Group Product Group View
• Shopping Product

Shopping Performance View

The Shopping Performance View provides aggregated historical reporting statistics for products by attributes such as product_item_id.

It supports all campaign types that utilize product feeds from Google Merchant Center, including Shopping, Performance Max, Demand Gen, Video, App, and Display campaigns.

The Shopping Performance View captures the state of the product at the time the relevant metrics were recorded. This includes segments such as the product_title, which might have changed since the metric was recorded.

Here is an example query that retrieves impressions, clicks, cost, conversions and all conversions for products by product_item_id with clicks in the last 30 days (sorted in descending order by all conversions, then conversions, then clicks, then cost, then impressions):

SELECT
  segments.product_item_id,
  metrics.clicks,
  metrics.cost_micros,
  metrics.impressions,
  metrics.search_budget_lost_impression_share,
  metrics.search_rank_lost_impression_share,
  metrics.search_budget_lost_absolute_top_impression_share,
  metrics.search_rank_lost_absolute_top_impression_share,
  metrics.conversions,
  metrics.all_conversions
FROM  shopping_performance_view
WHERE segments.date DURING LAST_30_DAYS
  AND metrics.clicks > 0
ORDER BY
  metrics.all_conversions DESC,
  metrics.conversions DESC,
  metrics.clicks DESC,
  metrics.cost_micros DESC,
  metrics.impressions DESC

Attribution logic for product reporting

Product-level reports use a specific attribution framework to credit performance to individual products when multiple products appear in a single ad.

Financial metrics

Financial metrics, such as metrics.cost_micros and metrics.conversions, are calculated to ensure their sum across all products doesn't exceed the campaign-level reports.

Direct interactions

When a user intent is clear and tied to a single product (such as a click directly on a product), 100% of the associated cost and conversion credit is attributed to that specific product.

Indirect interactions

When user intent is directed at the ad as a whole (for example, if the user clicks a headline, Call-to-Action button, or a video), the associated cost and conversion credit is distributed uniformly across all products served in that particular ad.

Interaction metrics

Interaction metrics, such as metrics.impressions and metrics.clicks, measure product-specific engagement.

For impressions, the count is incremented for every product included in the ad when the event occurs, regardless of whether the product was visible in the user's viewport. Because of this, the sum of impressions across all products in a report may be significantly higher than the corresponding campaign-level totals.

Conversely, metrics.clicks only measures clicks that occurred on that specific product. In the Google Ads UI, the metrics.clicks field is explicitly labeled as Product Clicks.

Product Group View

The Product Group View provides aggregated reporting statistics for [Shopping listing groups]4. See the Performance Max reporting guide for Asset Group Product Group View examples.

Here is an example query that retrieves impressions, clicks, conversions, and all conversions for Shopping listing groups by campaign with impressions in the last 30 days (sorted in descending order by all conversions, then conversions, then clicks, then impressions):

SELECT
  campaign.name,
  metrics.impressions,
  metrics.clicks,
  metrics.conversions,
  metrics.all_conversions
FROM product_group_view
WHERE segments.date DURING LAST_30_DAYS
  AND metrics.impressions > 0
ORDER BY
  metrics.all_conversions DESC,
  metrics.conversions DESC,
  metrics.clicks DESC,
  metrics.impressions DESC

Shopping Product

The Shopping Product report provides the attributes and reporting statistics for products that exist in Google Merchant Center accounts linked to the Google Ads account. This report can be used to inspect statistics at a customer, campaign and ad group level. It supports Shopping, Performance Max, Demand Gen, Video, and App campaigns.

Here is an example query that retrieves impressions, clicks, conversions, and all conversions for the last 30 days (sorted in descending order by all conversions, then conversions, then clicks, then impressions) for all Shopping products from all linked Google Merchant Center accounts:

SELECT
  shopping_product.resource_name,
  shopping_product.item_id,
  shopping_product.feed_label,
  shopping_product.merchant_center_id,
  metrics.clicks,
  metrics.impressions,
  metrics.conversions,
  metrics.all_conversions
FROM shopping_product
WHERE segments.date DURING LAST_30_DAYS
ORDER BY
  metrics.all_conversions DESC,
  metrics.conversions DESC,
  metrics.clicks DESC,
  metrics.impressions DESC

See the Reporting guide for more details on queries.

Performance considerations

The Shopping product report can return a significant amount of data when an account is linked to a large number of products. The following recommendations can assist with improving the performance of your GAQL queries:

• Queries at the campaign and ad group level will usually be quicker than those at the account level, as they are likely to contain fewer products and require access to less data.
• The more fields and metrics in the SELECT clause, the slower the response time. We recommend selecting only the fields and metrics you require in the query.
• Consider that products with one or more issues will return more data. You can filter by shopping_product.status in the WHERE to understand which products are likely to return issues that have caused the relevant status.

Shopping product report use-cases

The Shopping Product report provides flexible access to product information for campaigns that utilize product feeds. It can give you insights into the status of products from Google Merchant Center accounts, but also ads specific information such as performance metrics and issues that are preventing products from serving ads.

This section covers some typical use-cases similar to those possible in the "Products" view in the Google Ads UI.

The 'issues' field for Shopping Product is similar to that provided by productstatuses in Content API for Shopping, with the addition of issues that are specific to Google Ads. To check if the issue needs to be solved in Google Merchant Center or Google Ads, first check the shopping_product.issues.documentation field of the response, which includes a help center article to assist.

Product statuses (Account level)

Specifying the report without filters for campaign or ad group will return all products at the account level.

It supports metrics, status and issues from all campaigns in the account of type:

• Shopping
• Performance Max

This query lets you see the status of the product, for example NOT_ELIGIBLE, and a list of issues specific to the product that have resulted in the given status:

SELECT
  shopping_product.resource_name,
  shopping_product.merchant_center_id,
  shopping_product.channel,
  shopping_product.language_code,
  shopping_product.feed_label,
  shopping_product.item_id,
  shopping_product.status,
  shopping_product.issues
FROM shopping_product

Product statuses (Campaign level)

Specifying the report with a campaign resource as part of the WHERE clause will return all products included in the selected campaign.

It is supported by the following campaign types that can utilize product feeds:

• Shopping
• Performance Max
• Demand Gen
• Video

This query lets you see the status of the product included in a given campaign. It lets you check the status of each product including the issues that are causing the status. For example, a paused campaign will affect the product status:

SELECT
  shopping_product.resource_name,
  shopping_product.campaign,
  campaign.name,
  shopping_product.merchant_center_id,
  shopping_product.channel,
  shopping_product.language_code,
  shopping_product.feed_label,
  shopping_product.item_id,
  shopping_product.status,
  shopping_product.issues
FROM shopping_product
WHERE
  shopping_product.campaign = "customers/<CUSTOMER_ID>/campaigns/<CAMPAIGN_ID>"

Product statuses (Ad group level)

Specifying the report with both an ad group resource and a campaign resource and as part of the WHERE clause will return all products included the selected campaign. The metrics, status and issues of the product will reflect whether it is included or excluded from the selected ad group.

It is supported by the following campaign types:

• Shopping
• Demand Gen
• Video

This query lets you see the status of the product with respect to that ad group. It lets you confirm product group filters (at the ad group level) are being applied correctly and to check the status of each product:

SELECT
  shopping_product.resource_name,
  shopping_product.campaign,
  campaign.name,
  shopping_product.ad_group,
  ad_group.name,
  shopping_product.merchant_center_id,
  shopping_product.channel,
  shopping_product.language_code,
  shopping_product.feed_label,
  shopping_product.item_id,
  shopping_product.status,
  shopping_product.issues
FROM shopping_product
WHERE
  shopping_product.campaign = "customers/<CUSTOMER_ID>/campaigns/<CAMPAIGN_ID>"
  AND shopping_product.ad_group = "customers/<CUSTOMER_ID>/adGroups/<AD_GROUP_ID>"

Product metrics, filtered by date (Account level)

Specifying the report with a date or date range in the WHERE clause will return metrics for all products at the account level which are (regardless of whether the metrics are non-zero) for the specified time period.

You cannot select segments.date, doing so would result in an UNSUPPORTED_DATE_SEGMENTATION error.

This query lets you see the performance of the current product for a given day or other compatible date value. This can be used to build a summary for each returned product aggregated across all campaigns:

SELECT
  shopping_product.resource_name,
  shopping_product.merchant_center_id,
  shopping_product.channel,
  shopping_product.language_code,
  shopping_product.feed_label,
  shopping_product.item_id,
  metrics.clicks,
  metrics.impressions,
  metrics.cost_micros
FROM shopping_product
WHERE
  segments.date = '2024-01-01'

Product performance with cart data

Retail advertisers can access relevant sales and profit metrics such as Revenue, Gross Profit, Gross Profit Margin, and Units sold. These metrics are available to all advertisers who implement Conversions with cart data across Shopping campaigns and are compatible with the following reports.

• ad_group
• ad_group_ad
• campaign
• cart_data_sales_view
• customer (Aggregated for all campaigns)
• product_group_view
• shopping_performance_view

The following cart data metrics can be used in reports, such as the shopping_performance_view, for Shopping campaigns.

The following example demonstrates how cart data metrics can be used to analyze product level performance for Shopping campaigns in the last 30 days.

SELECT
  segments.product_item_id,
  segments.product_title,
  metrics.average_cart_size,
  metrics.average_order_value_micros,
  metrics.conversions,
  metrics.conversions_value,
  metrics.gross_profit_micros,
  metrics.gross_profit_margin,
  metrics.revenue_micros,
  metrics.units_sold,
  campaign.advertising_channel_type
FROM shopping_performance_view
WHERE campaign.advertising_channel_type = 'SHOPPING'
  AND segments.date DURING LAST_30_DAYS
  AND metrics.conversions > 0
ORDER BY
  metrics.gross_profit_margin DESC,
  metrics.revenue_micros DESC,
  metrics.conversions_value DESC

Campaign performance with cart data

Cart data metrics can be used at the campaign level and can be combined with other performance metrics such as impressions, clicks, and cost.

SELECT
  campaign.id,
  campaign.name,
  campaign.advertising_channel_type,
  metrics.impressions,
  metrics.clicks,
  metrics.conversions,
  metrics.cost_micros,
  metrics.average_order_value_micros,
  metrics.gross_profit_micros,
  metrics.gross_profit_margin
FROM campaign
WHERE campaign.advertising_channel_type = 'SHOPPING'
  AND segments.date DURING LAST_30_DAYS
ORDER BY
  metrics.gross_profit_margin DESC,
  metrics.average_order_value_micros DESC,
  metrics.cost_micros DESC,
  metrics.conversions DESC,
  metrics.clicks DESC,
  metrics.impressions DESC

[4]: /google-ads/api/docs/shopping-ads/create-listing-groups (referred to as _product